Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign

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cg.authorship.typesCGIAR and advanced research instituteen
cg.contributor.affiliationWageningen University & Researchen
cg.contributor.affiliationWageningen Economic Researchen
cg.contributor.affiliationInternational Livestock Research Instituteen
cg.contributor.affiliationUniversity of Greenwichen
cg.contributor.affiliationTilburg Universityen
cg.contributor.crpAgriculture for Nutrition and Health
cg.contributor.donorBill & Melinda Gates Foundationen
cg.contributor.donorForeign, Commonwealth and Development Office, United Kingdomen
cg.contributor.donorFederal Ministry for Economic Cooperation and Development, Germanyen
cg.coverage.countryBurkina Faso
cg.coverage.iso3166-alpha2BF
cg.coverage.regionAfrica
cg.coverage.regionWest and Central Africa
cg.creator.identifierMichel Dione: 0000-0001-7812-5776en
cg.creator.identifierSidwatta Guy Ilboudo: 0000-0001-6061-7035en
cg.creator.identifierKristina Roesel: 0000-0002-2553-1129en
cg.creator.identifierDelia Grace: 0000-0002-0195-9489en
cg.creator.identifierTheo Knight-Jones: 0000-0003-4342-6055en
cg.howPublishedFormally Publisheden
cg.identifier.dataurlhttps://hdl.handle.net/20.500.11766.1/FK2/QYJHUCen
cg.identifier.doihttps://doi.org/10.1038/s41598-024-76123-4en
cg.isijournalISI Journalen
cg.issn2045-2322en
cg.issue1en
cg.journalScientific Reportsen
cg.reviewStatusPeer Reviewen
cg.subject.actionAreaResilient Agrifood Systems
cg.subject.ilriANIMAL PRODUCTSen
cg.subject.ilriFOOD SAFETYen
cg.subject.impactAreaNutrition, health and food security
cg.subject.impactPlatformNutrition, Health and Food Security
cg.subject.sdgSDG 2 - Zero hungeren
cg.volume14en
dc.contributor.authorMadjdian, D.S.en
dc.contributor.authorAsseldonk, M. vanen
dc.contributor.authorTalsma, E.F.en
dc.contributor.authorDione, Michel M.en
dc.contributor.authorIlboudo, Guyen
dc.contributor.authorRoesel, Kristinaen
dc.contributor.authorGrace, Deliaen
dc.contributor.authorKnight-Jones, Theodore J.D.en
dc.contributor.authorVet, E. deen
dc.date.accessioned2024-10-23T10:18:30Zen
dc.date.available2024-10-23T10:18:30Zen
dc.identifier.urihttps://hdl.handle.net/10568/155509
dc.titleEmpowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaignen
dcterms.abstractFoodborne disease resulting from food sold at urban informal markets is a major public health challenge in Sub-Saharan Africa. This study assessed the impact of an innovative nine-months multi-media campaign engaging a key influencer, aimed at empowering consumers to choose safer ready-to-eat chicken meat at informal street restaurants in Ouagadougou, Burkina Faso. A two-wave panel study assessed associations between recall of TV, radio, billboard, and social media advertisements, and self-reported behavior regarding purchasing and consumption of ready-to-eat chicken at outlets, consumer intentions, knowledge, attitudes, norms, and agency. A panel of randomly selected adult consumers (n = 852) were interviewed pre- and post-campaign, 12 months apart. 60% recalled at least one of the campaign channels when prompted. Mixed-effects models showed associations between prompted recall and feeling better informed about food safety (aOR 1.449) and increased knowledge (0.132 unit increase on total score). Social media recall was associated with higher perceived access to information (aOR 1.449) and knowledge. Billboard recall increased odds of higher perceived health benefits of paying attention to food safety behaviors when purchasing chicken (aOR 2.046). TV ad recall was associated with a 0.159 unit decrease in the gap between consumers’ intentions and behavior. An engaging consumer food safety multimedia campaign that engages key influencers improved food safety awareness and knowledge, ultimately supporting consumers to choose safer chicken at markets.en
dcterms.accessRightsOpen Access
dcterms.audienceAcademicsen
dcterms.audienceScientistsen
dcterms.available2024-10-21en
dcterms.bibliographicCitationMadjdian, D.S., Asseldonk, M. van, Talsma, E.F., Dione, M., Ilboudo, G., Roesel, K., Grace, D., Knight-Jones, T.J.D. and Vet, E. de. 2024. Empowering consumers to purchase safe ready-to-eat chicken from street restaurants in Ouagadougou, Burkina Faso: impact of a multi-media behavior change campaign. Scientific Reports 14: 24718.en
dcterms.extent24718en
dcterms.issued2024-10-21en
dcterms.languageen
dcterms.licenseCC-BY-4.0
dcterms.publisherSpringer Science and Business Media LLCen
dcterms.subjectanimal productsen
dcterms.subjectfood safetyen
dcterms.typeJournal Article

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